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The The Influence of Consumer Online Ratings and Reviews on Purchase Decisions on Tiktok Shop Marketplace Users
Corresponding Author(s) : Agustina Yamini Era
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 3 No. 1 (2023): Crafting Innovation for Global Benefit
Abstract
Background: At this time shopping through the marketplace is a common thing, in addition to making it easy, consumers are also faced with many choices and a lot of different information from the seller. Consumers cannot touch and feel the product. This often raises doubts in the minds of consumers, so it takes effort to build consumer trust. Therefore, consumers try to obtain information through reviews and ratings available on various online platforms. Objective: This study aims to examine the influence of consumer online ratings and reviews on purchasing decisions on Tiktok Shop marketplace users. Research Method: This research using the quantitative as the method with data collection techniques through the distribution of questionnaires to people in the Special Region of Yogyakarta who have made online transactions on the TikTok shop marketplace totaling 184 respondents. The sampling procedure used in this study was non-probability with purposive sampling technique. Research Results: The results obtained after data analysis on Consumer Online Rating have a significant influence on purchasing decisions. Review has a significant positive influence on purchasing decisions. And simultaneously Consumer Online Ratings and Reviews have a positive and significant influence on purchasing decisions. This is in accordance with what was hypothesized.
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- Arbaini, P. (2020). Journal of Business and Management THE INFLUENCE OF CONSUMER ONLINE RATING AND REVIEW ON. 7(1), 25–33.
- Arifin, S., Supanto, F., & Setyorini, S. (2023). The Influence Of # Racuntiktok Trends, Customer Review And Customer Rating On Purchase Decisions Through Purchase Intention. 9(2), 91–106.
- Budiman, A., & Martini, N. (2023). The Influence Of Online Customer Reviews And Online Customer Ratings On Purchasing Decisions Product Electronics In The Shopee Marketplace For The Karawang Regency Community. Primanomics: Jurnal Ekonomi & Bisnis, 21(2), 82–92. Https://Doi.Org/10.31253/Pe.V21i2.1823
- Engler., Edward., A. (2015). Analysis of the Influence of Customer Reviews and Customer Ratings on Product Purchase Decisions in Online Marketplaces (Study on Tokopedia User Students in Semarang City) Frederick Alvi Herzegovino Sianipar, Dr. E. Dra. Hj. Yoestini, M.Si 1. 10(2000), 1–10.
- Farki, A., Baihaqi, I., &; Wibawa, M. (2016). The Effect of Online Customer Review Rating on Place Trust in Indonesia. 5(2).
- Hana, K. F., & Miranti, A. R. (2021). The Impact Of Online Consumer Reviews, E-Service Quality, And Content Marketing On Purchasing Decisions On The Shopee Seller Marketplace, With Islamic Business Ethics As A Moderation Variable. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 9(2), 345. Https://Doi.Org/10.21043/Bisnis.V9i2.13477
- Hariyanto, H. T., &; Trisunarno, L. (2020). Analysis of the influence of online customer reviews, online customer ratings, and star sellers on customer trust up to. 9(2).
- Harli, I. I., &; Mutasowifin, A. (2021). The influence of online consumer reviews and ratings on the purchase interest of health products on the Shopee e-marketplace during the COVID-19 pandemic. 04(September), 558–572.
- Kamisa, N., P, A. D., &; Novita, D. (2022). The Effect of Online Customer Reviews and Online Customer Ratings on Consumer Trust (Case Study: Shopee Users in Bandar Lampung). 2(1), 21–29.
- Keller, K. D. (2016). Marketing Management. Jakarta: London: Pearson Education, 2016.
- Kusumaastuti. (2020). The Effect of Price and Online Consumer Review on Mobile Case Purchase Decisions on the Shopee Marketplace (Study on Surabaya Students). 8(2).
- Maulana, R. (2021). The Effect of Rating and Online Consumer (Study on Students of Raden Intan State Islamic University. 2(2), 155–174.
- Mawa, S. F., &; Cahyadi, I. F. (2021). The effect of price, online customer reviews and ratings on buying interest on Lazada. 9, 253–278.
- Miranda Putri, O., & Indra Wijaksana, T. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Purchase Decision Pada Konsumen Produk Wardah Melalui Marketplace Shopee The Effect Of Online Customer Review And Online Customer Rating On Purchase Decision Of Wardah Product Consumer Th. 8(5), 1–10.
- Mo, et al. (2015). The influence of online customer reviews on purchasing decisions. 6(1), 139–154.
- Mokodompit, H. Y., Lapian, S. L. H. V. J., Roring, F., Management, J., Economics, F., Ratulangi, U. S., Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). H. Y. Mokodompit., S. L. H. V. J. Lapian., F. Roring. The Effect of Online Customer Rating, Cash On Delivery Payment System And Online Customer Review On Purchase Decisions On Tiktok Shop (Study On Students And Alumni Equil Choir Feb. 10(3), 975–984.
- Nurhabibah, S., Savitri, C., & Faddila, S. P. (2022). The Effect Of Online Customer Review And Online Customer Rating On Purchase Decisions At Copyright Grafika Store. Jurnal Ekonomi, 11(01), 221–228. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
- Rarung, J., & Ratulangi, S. (2022). J. K. Rarung., B. Lumanauw., Y. Mandagie Pengaruh Online Customer Review, Online Customer Rating , Dan Customer Trust Terhadap Customer Purchase Decision Fcoffee & Roastery Manado Effect Of Online Customer Review , Online Customer Rating , And Cust. 10(1), 891–899.
- Sarmis, N. (2020). The influence of online customer reviews and online customer ratings on consumer trust and purchase interest in Sialang Jaya Village. Cano Ekonomos, 9(1), 81–84.
- Sudirjo, F., Hadiyati, R., Muhammadiyah Luwuk, U., Nyoman Tri Sutaguna, I., Yusuf, M., & Bandung, S. (2023). The Influence Of Online Customer Reviews And E-Service Quality On Buying Decisions In Elektronic Commerce. Journal Of Management And Creative Business (JMCBUS), 1(2). Https://Iprice.Co.Id/Insights/Mapofecommerce/
- Sugiyono. (2019). Quantitative, Qualitative and R&D Research Methods. Alphabet.
- Wang, M., Lu, Q., & Ye, Q. (2019). The Impact Of Differenttypes Of Online Reviews On Consumer Purchasing Decision-An Empirical Investigation With Online Marketplace Data. Pacific Asia Conference On Information Systems, PACIS 2016 - Proceedings.
- Zachariah, N. I. (2020). The influence of online customer reviews and online customer ratings on purchasing decisions through the Shopee marketplace. 1–11.
- Zakky. (2017). The Effect of E-Trust and Online Consumer Review Terhadap Keputusan Pembelian. 4, 635–639. Https://Doi.Org/10.37600/Ekbi.V4i2.357
References
Arbaini, P. (2020). Journal of Business and Management THE INFLUENCE OF CONSUMER ONLINE RATING AND REVIEW ON. 7(1), 25–33.
Arifin, S., Supanto, F., & Setyorini, S. (2023). The Influence Of # Racuntiktok Trends, Customer Review And Customer Rating On Purchase Decisions Through Purchase Intention. 9(2), 91–106.
Budiman, A., & Martini, N. (2023). The Influence Of Online Customer Reviews And Online Customer Ratings On Purchasing Decisions Product Electronics In The Shopee Marketplace For The Karawang Regency Community. Primanomics: Jurnal Ekonomi & Bisnis, 21(2), 82–92. Https://Doi.Org/10.31253/Pe.V21i2.1823
Engler., Edward., A. (2015). Analysis of the Influence of Customer Reviews and Customer Ratings on Product Purchase Decisions in Online Marketplaces (Study on Tokopedia User Students in Semarang City) Frederick Alvi Herzegovino Sianipar, Dr. E. Dra. Hj. Yoestini, M.Si 1. 10(2000), 1–10.
Farki, A., Baihaqi, I., &; Wibawa, M. (2016). The Effect of Online Customer Review Rating on Place Trust in Indonesia. 5(2).
Hana, K. F., & Miranti, A. R. (2021). The Impact Of Online Consumer Reviews, E-Service Quality, And Content Marketing On Purchasing Decisions On The Shopee Seller Marketplace, With Islamic Business Ethics As A Moderation Variable. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 9(2), 345. Https://Doi.Org/10.21043/Bisnis.V9i2.13477
Hariyanto, H. T., &; Trisunarno, L. (2020). Analysis of the influence of online customer reviews, online customer ratings, and star sellers on customer trust up to. 9(2).
Harli, I. I., &; Mutasowifin, A. (2021). The influence of online consumer reviews and ratings on the purchase interest of health products on the Shopee e-marketplace during the COVID-19 pandemic. 04(September), 558–572.
Kamisa, N., P, A. D., &; Novita, D. (2022). The Effect of Online Customer Reviews and Online Customer Ratings on Consumer Trust (Case Study: Shopee Users in Bandar Lampung). 2(1), 21–29.
Keller, K. D. (2016). Marketing Management. Jakarta: London: Pearson Education, 2016.
Kusumaastuti. (2020). The Effect of Price and Online Consumer Review on Mobile Case Purchase Decisions on the Shopee Marketplace (Study on Surabaya Students). 8(2).
Maulana, R. (2021). The Effect of Rating and Online Consumer (Study on Students of Raden Intan State Islamic University. 2(2), 155–174.
Mawa, S. F., &; Cahyadi, I. F. (2021). The effect of price, online customer reviews and ratings on buying interest on Lazada. 9, 253–278.
Miranda Putri, O., & Indra Wijaksana, T. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Purchase Decision Pada Konsumen Produk Wardah Melalui Marketplace Shopee The Effect Of Online Customer Review And Online Customer Rating On Purchase Decision Of Wardah Product Consumer Th. 8(5), 1–10.
Mo, et al. (2015). The influence of online customer reviews on purchasing decisions. 6(1), 139–154.
Mokodompit, H. Y., Lapian, S. L. H. V. J., Roring, F., Management, J., Economics, F., Ratulangi, U. S., Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). H. Y. Mokodompit., S. L. H. V. J. Lapian., F. Roring. The Effect of Online Customer Rating, Cash On Delivery Payment System And Online Customer Review On Purchase Decisions On Tiktok Shop (Study On Students And Alumni Equil Choir Feb. 10(3), 975–984.
Nurhabibah, S., Savitri, C., & Faddila, S. P. (2022). The Effect Of Online Customer Review And Online Customer Rating On Purchase Decisions At Copyright Grafika Store. Jurnal Ekonomi, 11(01), 221–228. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Rarung, J., & Ratulangi, S. (2022). J. K. Rarung., B. Lumanauw., Y. Mandagie Pengaruh Online Customer Review, Online Customer Rating , Dan Customer Trust Terhadap Customer Purchase Decision Fcoffee & Roastery Manado Effect Of Online Customer Review , Online Customer Rating , And Cust. 10(1), 891–899.
Sarmis, N. (2020). The influence of online customer reviews and online customer ratings on consumer trust and purchase interest in Sialang Jaya Village. Cano Ekonomos, 9(1), 81–84.
Sudirjo, F., Hadiyati, R., Muhammadiyah Luwuk, U., Nyoman Tri Sutaguna, I., Yusuf, M., & Bandung, S. (2023). The Influence Of Online Customer Reviews And E-Service Quality On Buying Decisions In Elektronic Commerce. Journal Of Management And Creative Business (JMCBUS), 1(2). Https://Iprice.Co.Id/Insights/Mapofecommerce/
Sugiyono. (2019). Quantitative, Qualitative and R&D Research Methods. Alphabet.
Wang, M., Lu, Q., & Ye, Q. (2019). The Impact Of Differenttypes Of Online Reviews On Consumer Purchasing Decision-An Empirical Investigation With Online Marketplace Data. Pacific Asia Conference On Information Systems, PACIS 2016 - Proceedings.
Zachariah, N. I. (2020). The influence of online customer reviews and online customer ratings on purchasing decisions through the Shopee marketplace. 1–11.
Zakky. (2017). The Effect of E-Trust and Online Consumer Review Terhadap Keputusan Pembelian. 4, 635–639. Https://Doi.Org/10.37600/Ekbi.V4i2.357